First Commonwealth Bank - Rosy Finch Method & Co.

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First Commonwealth Bank Case Study

We transformed First Commonwealth Bank’s media strategy by consolidating agency efforts, enhancing brand safety, and aligning media investments with business objectives, maximizing marketing efficiency and ROI.

52%

Decrease in Cost Per Approved Application in 2 Months

Real-Time Data Integration Across Agencies

Overview

In Q4 of 2024, First Commonwealth Bank partnered with Rosy Finch to optimize a fragmented media structure managed by three separate agencies. Misalignment between media tactics and business outcomes led to inefficiencies and brand risk. RFMC stepped in to realign strategy and execution around measurable impact.

The challenge

With multiple agencies running disjointed campaigns, FCB was overspending, duplicating placements, and missing key insights due to a lack of real-time business data. Ads were also being placed in environments that risked the brand’s credibility, while agencies lacked accountability to true performance metrics.

The Challenge was actually two-fold: Help FCB create performance clarity around performance expectations and business metrics, and get their agencies to rally and optimize their campaign.

The solution

Rosy Finch implemented a phased transformation plan:

FCB streamlined agency efforts and briefings to reduce overlap, create business-goal based KPIs and CACs, and improve execution
Integrated briefed KPIs into campaign reporting for full-funnel performance visibility
Deployed brand safety tools like Integral Ad Science and DoubleVerify
Built data pipelines to feed real-time metrics into ongoing optimization
Conducted agency performance reviews and supported RFP exploration for future growth

The results

In just 60 days, FCB’s cost per approved application dropped by 52%, proving the effectiveness of RFMC’s strategic and operational overhaul. Media waste was significantly reduced, brand safety was restored, and agency collaboration shifted from reactive to performance-led. With the foundation now in place, FCB is set up for more efficient, data-driven growth in 2025.